It’s another step forward for TikTok Influencer Marketing because TikTok is currently testing social commerce with select accounts, which means you will soon be able to add external URLs directly to your 30 second video clips. Avid TikTok users have probably already noticed sponsored content appearing on the For You page, in between every couple of creator-uploaded videos.
TikTok challenges increase brand awareness, but in-video shoppable links increase conversion rates.
This is very much in line with the Instagram Ad phenomenon, albeit slightly less curated at this point. Creators will soon be able to leverage this same tool for their own videos, which will prove to be immensely beneficial for Influencer Marketing.
Currently brands on TikTok are focusing mostly on trends and challenges to increase brand awareness. With the possibility of users being able to click directly on the video to purchase a product, this further increases their chances at conversion rates.
In The Meantime
While waiting for TikTok to roll out in-video links, capitalise on link in bio and caption options as much as possible. Instagram users capitalise on the space in their bio to cross-reference social media platforms, list their email addresses for collaborations, and link websites to purchase their merch. The same can be done on TikTok.
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